RETAIL : Asics Gets an A for New Japanese-Designed Corporate Logo

Asics Tiger Corp., the athletic-goods company, wants to increase its annual revenue to $570 million by 1996, up from $247 million last year. The company’s growth platform includes several down-to-earth planks, including increased spending on TV advertising, sponsorship of a nationwide city league basketball program and improved customer service.

But Asics, based in Fountain Valley, is also turning to some cosmic sources, including a new logo crafted by Japan Design Center. The Japanese group has done corporate logos for a number of companies, including Asahi Breweries Ltd., Toyota Motors Corp. and Japan Railway.

The new logo, which springs from the A in Asics, “serves as an interpretation and inspiration to the speed and motion inherent in all sports,” an Asics press release says. The logo also includes a spiral that represents “the vast spiral galaxies of space, symbolizing the limitless potential of corporate Asics as it moves into the 21st Century.”